In 2013, Bernhard Kerres and Bettina Mehne founded HELLO STAGE, which has quickly become the largest classical music community online. Since then, they have worked with thousands of young artists and quickly came to realize that the lack of education on the business management side was severely impacting the careers of these artists. While the curriculum at music universities encompasses the art of becoming a classically trained musician, there is little preparation focused on the business mindset necessary to build a real world career. Keeping this in mind, coupled with their years of experience and expertise, Bernhard and Bettina decided to write a practical book to help guide classical musicians towards a successful career.
About the Book
The book will contain the basics in understanding the business side of the industry for both young as well as experienced classical musicians. It will contain chapters on marketing, how to use social media, fee negotiations and much more. Every chapter will include practical examples to make it both easily understandable and implementable.
The book will start with a discussion on what makes a musician special and stand out in a crowd, and how to communicate that presence. This is the core of building a successful career. Later in the book, Bernhard and Bettina will discuss how to build a recognizable digital presence, including website tips and how to do a newsletter the right way. The book will also include a chapter on what visual materials should look like, what crowdfunding is, and how to publish that all important first album.
The book aims to cover all aspects that are critical for the self-management of classical musicians. It will be written to be a good read at any level, but also be written to serve as a reference when musicians come across certain opportunities in their career.
About Bernhard & Bettina
Bernhard was the CEO and Artistic Director of the Wiener Konzerthaus (Vienna Concert House), one of the premier concert venues and promoters in the world. He started his career as an opera singer before working in tech for a decade.
Bettina was Head of Artistic Planning at the Wiener Konzerthaus. Before that, she was Artistic Manager at the Deutsche Kammerphilharmonie Bremen and worked for some of the biggest artists management agencies.
The budget includes the money needed for editing, design and marketing. We want to create a book that will inspire artists to take their careers to the next level, so we want to focus on getting the information across as best as we can.
We would be glad to over-achieve our goal. If more money is raised, it will go towards producing video content and even an e-learning course. We want to share our knowledge across different formats that will make it easier and more convenient for musicians to keep learning and leveling up in their careers.
Risks and challenges
The major risk is making the time line of publishing the book really in Spring 2017. We have started writing and are moving along nicely but you never know what slows down the whole process. The team is briefed and on board. We have several options for printing and publishing.Learn about accountability on Kickstarter
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